Service Concept. Services can satisfy customer through its their good quality.

Since quality is the basis of the basis of the customers for purchasing, it must be done

continuously to make the customers’ payment worthy. The sole judges of the service

quality are the customers, who can make a request to modify, retain and to add another

service that can satisfy them. The success of the service firms can be determined by the

customers.

It is difficult to measure service quality as compare to goods’ quality. The difficulty

to measure is due to fewer tangible cues available when consumers purchase services

also requires higher consumer involvement in the consumption process. On the other

hand, service quality dimensions are seen the criteria to assess and an instrument for

measuring service quality.

As emphasized by Gremler (2006), service quality is the critical element of

customer perceptions. In the case of pure services the health care, financial services, and

education, service quality will be the dominant element in customers’ evaluations. In

cases in which customer service or services are offered in combination with a physical

product like It services, auto services, service quality may also be very critical in

determining customer satisfaction. It can help companies attract more and better

customers to the business through offensive marketing. When service is good, a company

gains a positive reputation and through that reputation a higher market share and the

ability to change more than its competitors for services.

The customers can evaluate the services of he service providers through their

perceptions. Through this, the service quality can be measured effectively.

 As Bateson (2006) emphasized, the concept of quality improvement is directly

applicable to small companies as well as large, to service industries as well as

manufacturing, and to the public sector as well as private enterprise. In order to be

successful, quality improvement programs must be management-led and customer-

oriented and this may require fundamental changes in the way companies and agencies

do business. It must always be present on any kind and form of business. Many

customers are conscious if the products available in the market have superior or high

quality.

Service Encounters. Service encounter is a period of time during which the

customers interact directly with a service. It can be high-contact services, medium-contact

services, and low-contact services. High contact services tend to be those in which

customers visit the services facility in person. Medium-contact entail less involvement

with service provider and low-contact services involve very little, if any, physical contact

between customers and service providers (Lovelock, 2004).

From the customers point of view, the most vivid impression of service occurs in

the service encounter or moment of truth, when the customer interacts with the service

firm. For example, among the service encounters that a hotel customer experiences are

checking into the hotel, being taken to a room by a bell person, taking meal, requesting a

wake-up call, and checking out. It is in these encounters that customers receive a

snapshot of the organization’s service quality, and each encounter contributes to the

overall satisfaction and willingness to do business with the organization again. From the

organization’s point-of-view, each encounter thus presents an opportunity to prove its

potential as a quality service provider and to increase customer loyalty (Gremler, 2006).
 Service Quality Dimensions. The research done by Parasuraman group

identified five dimensions of service quality